Welcome to the West Midlands Tourism Awards Application Portal

 

 

APPLICATIONS FOR THE MAIN WEST MIDLANDS TOURISM AWARDS 2027 CATEGORIES ARE NOW CLOSED.

ENTRIES FOR THE TOURISM/EVENT FESTIVAL OF THE YEAR REMAIN OPEN UNTIL THE END OF OCTOBER AND CAN BE SUBMITTED HERE. 

TO ENTER THE UNSUNG HERO CATEGORY, PLEASE EMAIL TOURISM@WMGROWTH.COM FOR AN APPLICATION FORM.

 

The West Midlands Tourism Awards celebrate the success and accomplishments of tourism businesses across the West Midlands region and promote the impressive strength of the business and leisure tourism offer, its venues, people, experiences and accommodation. 

The Awards are completely free to enter, and eligible winners from the West Midlands Tourism Awards will automatically feed into the VisitEngland Awards for Excellence for the chance to be recognised as a national winner.

Supported by the West Midlands Tourism and Hospitality Advisory Board (THAB) and the West Midlands Growth Company, which attracts visitors, events, capital and investment to the region.

Any relevant tourism and/or hospitality businesses applying to the West Midlands Tourism Awards 2026 must lie within one of the following areas: Birmingham, Coventry, Dudley, North Warwickshire, Nuneaton & Bedworth, Rugby, Sandwell, Shropshire, Solihull, Stratford-upon-Avon, Telford & Wrekin, Walsall, Warwick, Wolverhampton. 

 

View sample application forms: https://www.visitbritain.org/business-advice/visitengland-awards-excellence/visitengland-awards-excellence-how-apply

T&Cs apply: https://visitbirmingham.com/westmidlandstourismawards/terms-and-conditions/

 

Important Dates

  • Awards launch and applications open – 13th May 2026
  • Closing date for entries – 22nd July 2026 (30th October for Events ONLY)
  • Round 1 judging – 22nd July - 13th August 2026
  • Round 2 judging - 24th August – 1st October 2026
  • Awards ceremony event – Early 2027
  • VisitEngland Awards for Excellence – June 2027

For sponsorship opportunities, get in touch at tourism@wmgrowth.com

 

To apply today, choose your categories from the list below:

Cross-sector categories, open to all business types:

  • Accessible and Inclusive Tourism Award
  • Regenerative Tourism Award (former Ethical, Responsible and Sustainable Tourism Award)
  • International Tourism Award
  • New Tourism Business Award
  • Unsung Hero Award

Business type categories:

  • Business Events Venue of the Year
  • Cafe/Coffee Shop of the Year (Taste of the West Midlands*) - Please select Taste of England and then under eligibility criteria select Cafe/Coffee Shop
  • Camping, Glamping, Holiday Park of the Year
  • Experience of the Year
  • Large Hotel of the Year
  • Pub of the Year
  • Small Serviced Accommodation Provider of the Year
  • Self-Catering Accommodation of the Year
  • Restaurant of the Year (Taste of the West Midlands*) - Please select Taste of England and then under eligibility criteria select Restaurant of the Year
  • Large Visitor Attraction of the Year
  • Small Visitor Attraction of the Year
  • Tourism Event/Festival of the Year** 

BRAND NEW FOR 2027: Unsung Hero Award 
This category recognises an individual working or volunteering for a tourism business who deserves to be applauded for their work and commitment to the industry. This award aims to celebrate those who quietly uphold the industry’s success, but whose contributions often go unrecognised. It is not generally intended for senior leadership, business owners or those already in-high profile roles.

*For any of the Taste of the West Midlands categories, select the Taste of England Award from the drop-down menu when prompted and then scroll down and under eligibility select which category you wish to enter. The two overall winners from the Cafe/Coffee Shop of the Year, Casual Dining Award and Restaurant of the Year, will be eligible for the VisitEngland Awards for Excellence.

**The Tourism Event/ Festival category is run by the West Midlands Tourism Awards only; the winners of this category will not be forwarded to the VisitEngland Awards for Excellence 2027. 

 

For queries or assistance, please reach out to us: tourismawards@wmgrowth.com